Sephora Opens 400th Store On Chicago's Magnificent Mile

Sephora opened a new store, the beauty retailer's 400th location, on Chicago's Magnificent Mile. According to Sephora Americas president and CEO Calvin McDonald, the company launched its Beauty TIP Workshop retail concept as part of its efforts to “reset, rethink,” its business. McDonald said the concept's “teaching beauty” element gives the retailer a competitive advantage over its rivals. Sephora's optimism when it comes to having physical stores comes from its strategy of using brick-and-mortar stores to “provide a service, a mini-makeover,” and because they are designed to teach beauty, McDonald said.